“People don’t care how much you know until they know how much they care” — John C. Maxwell
Data-driven marketing solutions enable customer engagement, and a Digital Asset Management (DAM) system can be a step toward gaining innovative, operational and intellectual control of your data. DAM provides clarity on how the organization’s asset data can be efficiently and effectively managed, and it is essential to growth.
Creating the whole DAM solution — and connecting it throughout your organizational ecosystem — means that your digital assets can be put to innovative use in generating revenue, increasing efficiencies and enhancing your ability to meet new and emerging market opportunities. The data-points to monitor and manage in this scenario are actually your metadata and the workflows that they support.
Innovation: Understand What’s Most Important to Customers
“You’ve got to start with the customer experience and work back toward the technology, not the other way around”— Steve Jobs
The most effective organizations today are collaborative networks focused on involving their customers through data collection, monitoring and ultimately, use. The beginning of your DAM process must ask the question: “What is most important to our customers?” Customer/user value is a moving target influenced by many factors both inside and outside the organization.
A focus on innovative data and metadata use can generate many positive impacts from the DAM. Consider the following examples of what powerful effects a DAM with good metadata and workflow management may have on users and the organization as a whole:
- Support strategic organizational initiatives
- Serve as a resource to gauge changes in customer values
- Reduce costs
- Generate new revenue opportunities
- Provide better brand management
- Improve collaboration and streamline creative workflow or competitiveness
- Enable marketing agility and operational excellence
Challenges in Marketing
“I never met a data I didn’t like” — Anonymous
Where is innovation in marketing today? Because the way we conduct business is changing so rapidly, data must be found in how we create and distribute content and how our customers interact with that content. Innovation must occur inside and out — it must be included in how we create content, as well as how we look at how our consumers interact with that content. The industry shows us that the following is taking place:
- Proliferation of media types and media channels
- Globalization and the need to release the product everywhere and in every way
- Product lifecycles becoming shorter and shorter — the time to market is a shrinking window
- Compliance — content is connected, and a DAM must maintain those connections
We live in an increasingly connected world, and DAM can act as the core of marketing automation and production within marketing operations. An isolated event or activity is not what enables consumer engagement.
Those who embrace challenge start by asking the right questions. For example:
- What are the most effective things marketers do?
- What is not effective and why? What must we start doing better?
- Who does this particular thing really well? What does it do that others do not?
- How do we capture the really effective and efficient ways of getting things done via workflow to equip others in the firm or supply chain?
We no longer deal with just two or three different kinds of content. The lifecycle of the marketing asset is best understood via metadata and workflow. It is foundational to the marketing strategy. There is no splendid isolation in marketing, rather an integrated strategy of creation that includes the user, the content creators, the editors, the distributors, the pipeline and everyone else who is involved in the lifecycle of marketing assets. The overall strategy also includes planning, budgeting, creation, review, approval, distribution and finally use and reuse. The amount of data to be captured here is staggering but ultimately can be used to garner insight into future strategy.
Metadata as Innovation
"It is a capital mistake to theorize before one has data” — Sherlock Homes
Metadata is critical to customer engagement. We create content to serve and engage our customers. We need to know the metadata that describes our assets and how they are used, so as to understand how marketing engages with the customer and how metadata drives this strategy and planning. It is the critical path. If data is the commodity of the future, then metadata is its currency, its exchange value.
Technological innovation results in a constantly evolving business environment as data sharing transforms the organization. DAM is central to this change. Information and all its data and digital assets have become more available, accessible and in some ways more accountable in business. We live in a big data world with so much data at our discretion and under considerable scrutiny from content creators, users and stakeholders alike. Our organizations need to change with the times and respond well to new solutions.
Think of the possibilities with DAM. It is a fast way to streamline the acquisition, storage and retrieval of digital media, and it will help your organization save time and money. It will reduce the cost of content production and employ previous creations to bring new products to market faster. Digital asset management solutions can handle vast amounts of information and be configured for your enterprise’s unique setup. Digital asset management systems can be built to handle numerous users working simultaneously and manage several workflows or cases at one time.
Driving Innovation Forward
Digital asset innovation drives your brand. And a connected brand using data and metadata to leverage marketing operations for the benefit of consumers is a recipe for success. To get your digital house in order, know what your internal business units and external partners need, and understand how you must deliver assets across multiple channels and devices. Creative professionals, as well as those in marketing, communications and operations, require content as a cost of remaining competitive and delivering what the consumer wants. Customer engagement must be an evolutionary practice that encompass marketing systems. Our data and metadata will continue to drive this process forward.
This article was originally published in CMSWire.com.
John has more than 12 years of experience in digital asset management, metadata and taxonomy design, digital and social media marketing, project management, training and development, and client relationship management. He has provided strategic direction and consulting for Digital Asset Management (DAM) implementations, including metadata and taxonomy design for a variety of Fortune 500 clients.
John is also a member of our Speakers Bureau.
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